Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
A case study of the use of recent English borrowings and code-switching in advertisements in two Swedish lifestyle magazines
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Language, Literature and Intercultural Studies.
2014 (English)Independent thesis Advanced level (professional degree), 10 credits / 15 HE creditsStudent thesisAlternative title
En fallstudie över användandet av nya engelska låneord och kodväxling i reklamannonser i två svenska livsstilstidningar (Swedish)
Abstract [en]

This study is about English borrowings and code-switching in advertisements in the two Swedish lifestyle magazines Amelia and King. The investigation shows that recent English borrowings were found in 41% of the advertisements in Amelia and in 10% of the advertisements in King. English intra-sentential code-switching appeared in 27% of the advertisements in Amelia but in only 8% in King. About half the advertisements in both magazines contained inter-sentential code-switching. Total code-switching was represented in one advertisement in Amelia and in eighteen in King. The two magazines differed a lot regarding the appearance of recent borrowings and code-switching in their different product categories and only shared the product category alcoholic beverages, which had the highest percentage of code-switching in both magazines. The main difference between Amelia and King was that in Amelia the amount of borrowings and code-switching was much higher than in King, but on the other hand Amelia only contained one advertisement exclusively in English, while in King they were eighteen. Another difference was that Swedish was more common in Amelia while English was more frequently used in King, both mixed with Swedish but also in advertisements where English was used entirely.

Abstract [sv]

Den här undersökningen handlar om förekomsten av nya engelska låneord och kodväxling i reklamannonser i de två svenska livsstilstidningarna Amelia och King. Undersökningen visar att nya engelska låneord fanns i 41% av reklamannonserna i Amelia och i 10% av reklamannonserna i King. Engelsk intrasentinell kodväxling hittades i 27% av reklamannonserna i Amelia men bara i 8% av de i King. Ungefär hälften av reklamannonserna i båda tidningarna innehöll intersentinell kodväxling. Total kodväxling, dvs. annonser där all text var på engelska, förekom i en reklamannons i Amelia och arton i King. De två tidningarna skiljde sig mycket från varandra när det gällde antal engelska lånord och kodväxling i de produktkategorier som annonserades och hade bara en produktkategori gemensamt, alkoholhaltiga drycker, som hade högst andel i förekomst av kodväxling. Den största skillnaden mellan Amelia och King var att Amelia innehöll många fler låneord och kodväxlingar än King, samtidigt som Amelia innehöll endast en reklamannons som var helt på engelska medan King innehöll arton. En annan skillnad är att svenska var vanligare i Amelia medan engelska var vanligare i King, både blandad med svenska och i annonser med enbart engelska.

Place, publisher, year, edition, pages
2014. , 49 p.
Keyword [en]
advertising, borrowing, code-switching
Keyword [sv]
reklamannonser, låneord, kodväxling
National Category
Humanities
Identifiers
URN: urn:nbn:se:kau:diva-31038OAI: oai:DiVA.org:kau-31038DiVA: diva2:691792
Subject / course
English
Educational program
Teacher education
Supervisors
Examiners
Available from: 2014-01-30 Created: 2014-01-28 Last updated: 2014-02-06Bibliographically approved

Open Access in DiVA

fulltext(3078 kB)844 downloads
File information
File name FULLTEXT01.pdfFile size 3078 kBChecksum SHA-512
060770b94cd15e12e745ae8165345543dad17081d3bb4af9323bc0926fd6d2546cab9ebff39013e99a96d442e8039dae1a98f992a7c440a31f44213f2d8fc04a
Type fulltextMimetype application/pdf

By organisation
Department of Language, Literature and Intercultural Studies
Humanities

Search outside of DiVA

GoogleGoogle Scholar
Total: 844 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 340 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf